The Indian fragrance brand, Embark, partnered with Studio Glyph to launch their refreshingly distinct range of fragrances. The challenge here was to take a ready product and mould it into a brand with a voice. How do you sell something brand new to a target audience that is well aware of its likes and dislikes? After thorough research, we developed a brand story and devised a launch strategy that communicates the brand values directly to their audience. We conceptualised and art directed a fun shoot which translated into a bold film along with a print campaign. The campaign line, Own Your Own, defines a young, confident and opinionated group of people who aren't afraid to express themselves, their true selves. The communication was successfully extended to their digital platforms and retail POS across India.